We mined our client's chat transcripts to find the most common questions shoppers ask when considering what to purchase from mass-merchant retailers:
Which _____ will work best for me?
The exact question here varies, however, we find it tends to center around the customer trying to match a product to fit an existing need. While the problem itself may, the pattern of the question remains the same.
On the flipside, a customer may also ask something specific about the product, a compatibility question for example “Can I add more RAM to this computer?” and, if the product does not match their requirements, the conversation transitions to a recommendation request “Can you recommend a computer that does allow additional RAM?".
What’s the difference between _____ and _____?
People compare things, it's in our nature. Shopping is no different. It’s our way of establishing confidence in a purchase by assessing the relative value of products and services competing for our attention and hard-earned money. Sometimes, clarification is required because of product proliferation “What’s different about these TVs, they seem very similar?” … “There is no difference. It’s just next year’s model”.
Will this be compatible with _____?
No-one enjoys the inconvenience of unpacking a new purchase at home, only to find out that it doesn’t have the right connections, or it doesn't fit. Workflow interrupted. Movie night ruined. And the list goes on. These customers may use chat functionality, post-purchase, to resolve the issue. Better still, they ask these questions upfront, avoiding the situation altogether “Will this RAM work in my motherboard?” or “Does this soundbar work with my TV?”.
Does this model include _____?
These questions sit somewhere between compatibility and specification. Typically, they focus on a specific feature set defined by the customer as a prerequisite for purchase, such as “Does this have a touchscreen?” or “Can I get Netflix on this TV?”.
Does this have _____?
At the heart of product description pages (PDP or PIP), the nuts and bolts of products are still of interest to consumers. Even with detailed PDPs available customers will ask questions as basic as “How many USB ports does this have?” or “Does this have wheels?”.
FEATURING: Kevin Gardiner, Macy’s, Bloomingdales, Toys R Us
This short (less than 20 minutes) on-demand video, shares lessons Kevin learned working with Macy’s, Bloomingdales, Toys R Us and other retailers.
You’ll learn how to:
help people to buy the right product up front
use conversation transcripts to drive optimizations across product/experience/availability
- be available to customers across multiple channels – to quickly catch anyone who is frustrated